The Future Started Here

From the most modest of beginnings, Audi has become an automotive titan. We remember where, and how quietly, it all began.

1966 Audi Super 90 (c) honestjohn.co.uk

If truth is the first casualty of war, then Audi was a close second in 1940. Having been subsumed seven years earlier into the Auto Union combine that also included the DKW, Horch and Wanderer marques, Audi’s presence in Germany withered away to an inconsequential 0.1% market share before the outbreak of hostilities.

Demand for its large if slightly idiosyncratic Front UW 225(1) saloon evaporated as a result of the economic privations of the 1930’s. Auto Union instead concentrated on small and economical two-stroke engined saloons carrying the DKW brand. The Front was succeeded in 1938 by a 3.3 litre six-cylinder RWD model, the 920, which was manufactured at the Horch plant and was an Audi in name only. The 920 was itself discontinued without a replacement in 1940.

When production resumed after the war, the company remained focused on building small cars under the Auto Union and DKW brands. Mercedes-Benz acquired a controlling stake in Auto Union in 1958, but failed to Continue reading “The Future Started Here”

Third Time Lucky, but Second Time’s a Charm (Part One)

Circumstances prevented Mercedes-Benz from entering the compact saloon market on two previous occasions, but the company nailed it with the hugely impressive 1982 W201.

Image: Autoevolution

The 1982 Mercedes-Benz W201, better known to most as the 190E, was the company’s first foray into what is now called the compact executive market. However, almost two decades earlier, Mercedes-Benz came close to launching a similarly positioned but more radically engineered front-wheel-drive model, codenamed the W118/119(1). This followed an earlier proposal for a conventional small saloon, the W122, which was approved for development in 1953, but cancelled in 1958.

The official reason for cancellation was that, in the same year, Mercedes-Benz acquired a controlling 87% stake in the Auto Union combine of the Audi, DKW, Horch and Wanderer brands(2). The company was concerned that a new, smaller Mercedes-Benz saloon would Continue reading “Third Time Lucky, but Second Time’s a Charm (Part One)”